When small advisory firms start branding themselves, somehow images of trees, lighthouses and colonial homes start appearing on their web sites along with the requisite buzzwords: client-centric, holistic, legacy, trust. It’s an understandable effort, but there is a sense that using social media simply to highlight a re-hashed mission statement isn’t necessarily going to cut it for some advisors. The more progressive ones in the industry are attempting to break from the pack, ...

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